Management accounting information has traditionally been internally focused, but normative
discussions suggest a need for the information to take an external focus (e.g. Horngren et al.,
1996). The non-conventional, innovative and Contemporary approach is to emphasize external,
non-financial and future oriented information. Such information is of a broader scope and relates
to the organization's external environment such as market share, consumer preferences and
competitor actions. The information is also more timely and future oriented and allows for
aggregation and integration (Chenhall and Morris, 1986). Generally a more strategy driven
approach to management accounting information is advocated, but the question of whether, such
information is Useful for all managers in all situations has not been empirically examined. This
approach would need to consider both individual and situational characteristics.